That's because Kellogg's, the world's largest cereal maker, announced today that it's raising the nutritional value of the cereals and snacks it markets to children under 12.
And if that cereal or snack, say Froot Loops or Pop Tarts, doesn't currently meet those nutritional standards, you will not be seeing commercials for it on children's TV until the calorie, sugar, fat and sodium content is brought down.
BTW, Kellogg's didn't do this out of the goodness of its healthy heart. It did so in order to avoid a lawsuit threatened against it and Viacom (parent company of Nickelodeon) by two children's advocacy groups. (You can read more about this on the ABCNews website or at NYTimes.com)
The Kellogg's announcement is just the latest victory in the war on obesity, which is threatening the current generation of kids with a shorter lifespan filled with health problems - if they keep eating fat-laden fast foods, snacks and of course, cereal killers like Froot Loops (which I've blogged about before and which - incidentally - has NO fruit in it!).
For obsessed label readers like myself - here are the new "voluntary" guidelines Kellogg's will follow: one serving will have no more than 200 calories, no trans fat, no more than 2 grams of saturated fat, no more than 230 milligrams of sodium, and no more than 12 grams of sugar.
Am I a hypocrite because I promote healthy eating habits in my blog, and then have Cocoa Krispies in my cupboard? I think not, because I've been teaching my kids to read the labels, and tell them that a splurge ever now and again isn't going to kill them. In fact, the Cocoa Krispies share cupboard space in my kitchen with the Life, Wheaties and oatmeals which my kids eat more often than the sugary snap, crackly and pop stuff.
They know, thanks to constant drilling from me, that it's your overall eating habits as well as your physical activity level that matter.
I'm glad that, at least for awhile, my kids won't be blasted with killer cereal ads while watching cartoons this summer. It's definitely a step in the right direction as we try to find solutions to our nation's obesity epidemic
Now - is there something that can be done about all the cheap, bad toy commercials?
What are your thoughts on sugary cereals and how they're marketed to kids? Do you think the solution to the obesity epidemic lies with food manufacturers and marketers --- or the people/parents who eat and buy them? Click below on "Comments" and join the conversation.
There's a big bird named Toucan Sam
With a pretty colored beak just like a candy cane
I wonder if he'd be so nice (be so nice)
As to take us to Fruit Loop Paradise....